This document provides guidance on using social media for business. It discusses engaging on various social media platforms like Facebook, Twitter, Google+, and one's own website. It emphasizes the importance of having a consistent brand style, engaging quality audiences, and measuring return on investment through accurate data on goals like increased traffic or leads. Key takeaways include understanding one's audience, empowering teams to provide great customer service, and continually refining social media strategy based on metrics.
11. It’s So
Spreadable
Your audience is already segmented into groups who’ll spread different elements of your message
12. For Market
Intelligence
Learn what people are saying about your brand, your competitors
Respond accordingly
13. Authority
g
Seed content that gets shared by, mentioned by and links from real people will get you rank on Google
14. More Web Traffic, More Leads, Less Money
Seriously. Investment in intelligent use of social media gives you long term return in terms of
visitors to your siteg long term Google ranking
and
26. Where? On your site!
• Social media works best when there
is some meat on the bone
• WordPress is the best
• Your web designer will love it
• It needs to be:
– On www.<yoursite>/blog
– Updated regularly
– Give useful information
– Contain unique insights / perspective / news
– Running the Yoast SEO plug in
http://wordpress.org/
http://yoast.com/wordpress/seo/
27. You may not use another platform
People recognise WordPress and use it easily. Google loves it
28. You may not stick with what you have
Unless it is WordPress
42. Where? On Facebook
• Soft messages
– Or at least consider the audience
• Sharing blog posts
– Great to get them ranked on Google
• Encourage customer testimonials
• Share pictures and videos
• Consider Advertising
Talk to me later if you want some advice about advertising
43. g
There are profiles for people and pages for organisations , this is my PUBLIC profile
44. Facebook
g
This is my news feed from here I can access most stuff
46. Create your organisation’s page
• Go to any company page on Facebook
• Click ‘Create a Page’
g
You’ll need a personal Facebook account
47. Create a page
Don’t get clever.
If you’re a local business, choose that…
g
You can change it later, but it will affect how this page ranks in Google
48. Finesse it
I like
this
Get 25+ fans and choose a username / vanity URL at
g
http://www.facebook.com/username makes it easier to share your page
49. I like
this
Don’t forget to g to your website!
link
50. What is interesting to your target market?
g
Like relevant organisations and causes, share INTERESTING stuff,
52. See what works
g
Go into insights to see what gets shared / increases likes
53. Insights
If you lose / gain a few likes in a month, no problem.
g
It’s the overall trend that is important.
54. Don’t expect too much
In any given week,
less than 0.5% of
Facebook fans engage
with the brand they
are fans of.
Marketing Science
g
It takes time to find your feet
55. Don’t expect too much
In any given week, less than 0.5% of 74% of our client’s Facebook
Facebook fans engage with the brand fans engaged with them in
they are fans of. Marketing Science November 2012
g
But don’t settle for what everybody else gets
56. Don’t
You want people who want to engage. Not this crap.
g
I will come to your house and slap you.
58. Where? On Twitter
• Quick! Max 140 Characters
– Actually, only 100 – leave room for comments & RTs
• Sharing blog posts
• Outreach to influencers
• Use #s sparingly
• Quality, quality, quality
• Relevance
For more tips check us out http://twitter.com/NoisyMonkey
60. First name,
Last name
Bio
Good ratio of
followers to
following
Location Web link
g
This is a company profile
61. Tweetiquette
It doesn’t have to be a ‘reply’ it can
be just a way to get attention…
@<name> at the beginning = a reply
This will show up on both your twitter profiles
And in the tweetfeeds of people who follow
BOTH of you
It’s kind of direct, so expect the recipient to see it
140 Characters in the tweet+20 (max) in your twitter name = 160 characters
g
160 characters = maximum size of SMS message (a text message)
62. Tweetiquette
RT@<name> at the beginning = a ReTweet
This will show up on your twitter profile
And in the tweetfeeds of people who follow you
The person you RT’d can also see you did this
g
ReTweeting is a great way to share useful info while giving attribution to the creator
63. Tweetiquette
Though mostly today people just click the
Retweet icon which is quicker and more
economical and saves characters.
g
MT = Modified Tweet, to RT but edit slightly… you can also do this with quotation marks
64. Tweetiquette
Some words @<name> = mention
This will show up on your twitter profile
And in the tweetfeeds of people who follow you
It’s not very direct though, so don’t expect a reply
g
A mention is less in your face than a reply – often a good way to get an RT off an influencer
65. Tweetiquette
DM @<twittername> is a direct message
These are ‘private’ but are easy to accidentally
share
If you want privacy, use an email
g
You can only DM someone who follows you
66. Tweetiquette
Links show up in long form
Or shortened automatically, to save characters
A link in the middle of a tweet, g
with no @s or #s attracts most clicks
67. Tweetiquette
#s or Hashtags denote ‘keywords’ or ‘topics’ that
people may follow using an automated search
Or for ‘hilarious’ comedy effect
g
#EpicFail
68. Twitter Results
ReTweets and engagement with real people are
what count
Don’t measure ‘Klout’ it’s flaky
Check out Followerwonk for insights
Doing it properly can take time
g
http://www.google.com/analytics - it’s free
77. Sign up, create a page
g
You will need a personal profile to do this
78. Follow the instructions
• Get your web designer to add the +1 button to
your site
• Follow brands that are using G+ well
– Burberry
– Red Bull
– The Muppets
• Come hangout with Noisy Little Monkey
– We’ll experiment together
g
We love hangouts
92. Style Guide Kick Off
• What do we want from social media?
• Who are your audience?
• What do my audience want?
• Who do they trust?
– How can we get them to share our content?
• What does that mean for my writing style?
– (edgy, chatty, professional, informal?)
• From a brand perspective how do we work it?
• Who is empowered to do this?
• How do we deal with negative comments?
Get the brand guardians, free thinkers and social junkies in on the chat
Take AT LEAST half a day to discuss it
105. We can push
• bad press
• negative feedback
• nuisance listings
down because we
OWN this page
Search for your brand (use an incognito / private browsing window)
106. A velocity of
sharing + branded
search volume
demonstrates to
Google which
sites should be
included in the
Search Suggestions
This becomes self fulfilling – because people click suggest
112. Measuring Return On Investment
• It’s really difficult but vital
• Start with the end in mind
– What are your marketing / PR goals?
• Get the right data
• Act on it
Plan, do, review, improve
114. Accurate Data Required
With Professor Traffic from Noisy Little Monkey
all you work shows up in Google Analytics, no mess, no fuss.
116. Takeaways
• Does your marketing team KNOW your audience?
– Your nerds might not be your target market for sales
– Try producing content for ‘personas’ in your audience
• Does your style guide fit that audience?
• Is your team is empowered to:
– Deal with difficult questions?
– Deliver amazing customer service?
• Are you measuring the goals that demonstrate ROI?
– Clue: this is not numbers of followers / likes
• Are you refining and innovating?
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Ask me questions here - @MrJonPayne